Fruit of the Loom Selects Hispanic Shop

LOS ANGELES Grupo Gallegos has been hired by Midwest apparel company Fruit of the Loom to handle Hispanic advertising, the agency said.

The shop was selected without a review, said John Gallegos, principal of Grupo Gallegos in Long Beach, Calif. Introductions were made through Fruit of the Loom’s general-market agency, The Richards Group in Dallas. Grupo Gallegos is partly owned by Richards Group principal Stan Richards.

Fruit of the Loom, based in Bowling Green, Ky., has not done Hispanic advertising recently, Gallegos said.

Billings were undisclosed. The client spent more than $20 million on general-market advertising in 2002, according to Nielsen Monitor-Plus.

Grupo Gallegos will handle Hispanic strategy, creative, and media planning and buying for Fruit of the Loom, a subsidiary of Berkshire Hathaway that sells underwear, t-shirts and casual wear.

“It’s definitely a recognizable brand, but our biggest challenge is to relaunch the brand with Hispanics,” Gallegos said. “We’re looking at incorporating the ‘Fruit Guys’ and bringing them to the Hispanic market in a relevant and impactful manner.”

The Richards Group reintroduced the “Fruit Guys,” who include a leaf, an apple and two grape characters, last year. They first appeared in the 1970s, when Fruit of the Loom worked with Grey.